This Honey Is Made Out of Burgers, Ketchup and Instant Soup

Campaign by Czech Retailer Nas Grunt Highlights Sugar Consumption

By Alexandra Jardine.Published on Jun 16, 2016

Editor's Pick

Bees can make honey out of just about anything that contains over 15% sugar. That was the starting premise for a campaign by Czech health food chain Nas Grunt, which took some processed foods -- burgers, ketchup, instant soup, cereal, salad dressing -- and recruited a bunch of busy bees to turn them into honey.

The results were actually produced as products that were sampled outside competitor stores. They also appeared in a print, OOH and digital campaign highlighting the hidden sugar in processed food. Sugar consumption is high in the Czech Republic, with 10% of the population suffering diabetes, so the campaign, by McCann Prague, sparked a national debate, according to the agency.